Emma Watts, Owner of Sparrow Weddings & Events is an accredited wedding planner and stylist for couples who value joy and family over the so-called ‘must-have’ trends. While she loves a pretty table setting, she's way more interested in having her clients' wedding reflect their personality and their lives together, than matching this year’s Pinterest-perfect day. When you work with Sparrow you get Emma putting all her heart and soul into creating a wedding that's absolutely perfect and unique. She's sometimes awkward, a little bit quirky, and has a habit of photographing pretty doors and talking to animals as though they’re humans. But in between those times, she's always dedicated to listening to her clients' needs and getting them to the church (or garden) on time!
What inspired you to enter the wedding industry?
I was never the girl who got bored at weddings. I'm the one who's excited from the moment I receive the invitation. I'd always felt it was a privilege to be invited into a couple's happily-ever-after moment, and what's not to love about good food, great company, and a big dance party?! When I decided it was time for a career change, I took the organizational and people skills I'd learned in my previous work and applied them to a career where I could be a part of weddings every day!
Why did you start Sparrow Weddings & Events?
Sparrow was founded on a need to satisfy both my analytical and creative sides. I love creating an action plan and ticking off my to-do list, but I also love playing with color and coming up with new design ideas. Owning my own business means I get to make the rules about how we operate, providing a service that's unique and truly comes from a place of wanting to give my couples their version of the perfect day.
How does using Aisle Planner help you deliver the client experience you want to?
I use Aisle Planner for both my back-end operations, invoicing, reporting, etc., as well as inviting clients in to collaborate on their project with me, and honestly I just couldn’t run Sparrow without it. It helps to create a real feeling of teamwork between the client and myself, and because I've set up my entire workflow within each project, I feel so safe knowing that it won't let me forget a single thing.
What's your favorite Aisle Planner feature?
I freaking love the Checklist feature! I have one that I use with clients, and another that's just for my business management. The Notes feature has also become really useful with templates to communicate how-tos, ceremony structures, and more to clients.
If you weren't the Owner of Sparrow Weddings & Events, what would you be doing instead, or what would your life be like?
I can't even imagine what I'd be doing career-wise if I wasn't planning weddings. I never want to stop!
What are three things you never show up without on event day?
- My emergency kit full of bobby pins, fashion tape, blister packs, sunscreen, sewing kit, ribbon, scissors, etc. I always need something out of there!
- A couple of huge white umbrellas for the bridal party, because if I don't, it will definitely rain cats and dogs!
- A few cookies and treats to slip the kid-size guests during pre-dinner drinks. Parents always appreciate it and little ones don’t get excited about smoked salmon canapés the way we do.
What’s your personal philosophy on becoming a great wedding and event planner?
I think you really have to love the atmosphere and craziness of a wedding day. Because of all the emotions involved it's a different beast to any other type of event. And, if you're not in love with the idea of helping couples in love, then you won't be ready to take the twelve hour days on your feet. People on the outside often think it's going to very glamorous, when the truth is that it's often hard, physical work and the reward needs to be in the happiness on your client's faces.
What’s your trademark in the client or event experience?
I’m very real and honest with my clients because I need them to trust me, and I want them to feel that I'm a friend. A client recently said that I was super friendly and we got along famously, but that I also told her what needed to be done and 'when she needed to get her butt into order' which about sums it up, haha!
Is there anything you are particularly excited about working on this year?
Growing my team so I can serve more people!
Just for fun
Three things you wouldn't board a plane without?
My passport, my Mickey ears, and a ticket to Disneyland.
What’s your go to casino game?
Roulette? I'm really just in it for the cocktails.
What song do you know every word to?
Shake a Tail Feather by Ray Charles. It was my hubby's fave when we first met, and I've learned It by listening to him.
Favorite book of all time?
The Guernsey Literary and Potato Peel Pie Society, and I love a browse through any cookbook with awesome photography.
If you catch me out and about I’m always wearing…
Jeans and a tee with cute jewelry. I love accessories!
Want to see more from Emma? Check out her website sparrowweddings.com.au!
Hero photo courtesy Jewel Chenoweth Photography